Alliance Bank is an integrated banking group that offers end-to-end financial services to the segments, such as Consumer (individuals), SME (businesses), Privilege, Islamic and Wealth.
Alliance Bank has also received multiple awards as Best SME Bank, Best Digital Bank and Outstanding Digital Customer Experience.
Project Objectives
This project will revitalize the bank's corporate website, optimizing its user experience and search engine visibility to solidify its position as a leading Malaysian digital bank.
Problem Statement
Users are not able to effectively navigate and/or perform tasks on the corporate website, especially on mobile platform, which are mainly due to the following issues:
User Interface
Inconsistent look & feel across pages
• Different layouts according to LOBs • Campaign pages converted to product pages creating inconsistency
Information Architecture
Product-based navigation seems less personalized
Ineffective placement of call-to-action (CTA)buttons which make users drop off
Too many clicks to reach desired content
Content & Copywriting
Copywriting on products are not attractive to users
Formal communication language makes the bank seem unapproachable
Balancing content length of either too short or too long
Tree Test & Questionnaire
We have run a baseline test of the current navigation against some of the tasks with a group of users.
Result shows that only 40% of the users have successfully performed the task, with an average time of 39.89 seconds
"How helpful is the Alliance Bank website you use in accomplishing your task?"
Alliance Bank Corporate Website Monthly Performance Dashboard
Despite an initial June surge in traffic (22%) and leads (5%), Alliance Bank's website momentum stalled later in the month, with lead growth tapering off and engagement plateauing.
The largest demographic is between 25 - 44, possibly working adults, starting a family, building a home, and start-up business.
Heuristic Evaluation
The critique process I went through in finding the usability and experience problems resides in the current interface so that they can be attended to as part of an interactive design process later.
Information Architecture
Getting rid of the current product-based navigation, we are introducing a persona-based sitemap, creating a dedicated journey for both new & returning clients.
User Journey
From individuals managing daily finances to corporate giants navigating complex markets, each segment has unique needs and aspirations. To truly stand out, we go beyond a one-size-fits-all approach, crafting personalized journeys for each customer segment.
Delivered Solutions
Navigation
The main categories are readily identifiable, like "Personal," "Business," and "About Us." Users can quickly grasp the website's core offerings. The subcategories provide a detailed breakdown of each main category, catering to diverse user needs.
Personalised Content & Experience
Having separate landing pages for each persona caters to their specific needs and interests, offering a more relevant first impression.
Each page can use language, visuals, and offers that resonate with the chosen persona's goals and challenges. Based on user data or browsing behavior, the pages could personalize elements like featured products, testimonials, or success stories.
SEO Performance Improvement
Search engines can easily index and understand textual content, leading to better ranking for relevant keywords used in the promotions.
Better Accessibility
Having anchor links across the promotion pages can improve accessibility for users with disabilities who might find scrolling through a long page challenging.
If certain promotions are particularly relevant or time-sensitive, anchor links can direct users' attention to them immediately, increasing engagement and conversion rates.
Key Features
Product Finder
With some simple question filled up, users will be able find the right product that meets their needs & requirements.
Persona-based filter
Imagine you're looking for savings accounts. With the filter, Users will only see options suitable for growing families, alongside relevant resources like budgeting guides and educational planning tools. This personalized experience streamlines search and positions Alliance Bank as a partner in achieving users' goals.
Product Comparison
Users can easily compare different credit/debit cards offered, side-by-side, based on key features like annual fees, interest rates, rewards programs, eligibility criteria, and benefits. This empowers them to choose the card that best suits their needs and budget.
Tree Test Results
Result shows that 70% of the users were able to perform the task, with an 30% increase compared to the previous study.
Whereas a 100% success rate is shown for the task "Where would you apply a personal loan for your house".
Competitor Analysis
We've done an analysis across the competitor's website to benchmark the new website for Alliance Bank in terms of features, usabilities, user interface, etc.
